[In a busy pub, a young man carries three beers from the bar. Men drinking at a table wave and grin.]
EXUBERANT VOICEOVER: Are you the kind of guy who likes to drink, then drive? You are? Well, here's a truly amazing offer just for you.
[Near a grinning man's face, "Amazing offer!" appears in blue in a yellow and red star shape. On a road at night, a police officer breathalyses a driver. "Bloody idiot," appears in yellow under a red arrow pointing at the driver. $20 notes are counted out onto a table, forming an arc. "$614," spins onto the screen. The driver's licence is dropped onto the money. An officer leads the driver away.]
VOICEOVER: Just give us one little 10-second breath, and here's what we'll give you. If this is your first try at drink driving and you're under .15, you get an instant fine of up to $614, plus your licence cancelled for up to 14 months. You'll be stuffed!
[A driver is breathalysed at a daytime RBT stop. "Big Bonus!" appears in a yellow and red star shape. This driver is breathalysed again in an office. Colourful text reads "Over .15. Your very own court appearance." The driver stands in court, "Complete bloody idiot," appears under a red arrow pointing at him. Hands hold out fanned $100 notes. "$3,600" zips onscreen and flashes. The driver's license lies on the money. A red cross is drawn over it.]
VOICEOVER: But there's a big bonus. If you've sunk a truckload and blow over .15, you get your very own court appearance, you pay lawyers and court fees, you pay a fine of over $3,600, and you get up to 28 months without a licence.
[A driver sits slumped at the wheel. "Absolute bloody idiot," appears under a red arrow pointing at him. He stands with a police officer. "Repeat offender. Over 0.1. Absolutely no money back guarantee," zips onto the screen. A sports car disappears in a puff of smoke. "30 days," flashes onscreen. The officer escorts the driver. On both sides of a split screen, hands hold out fanned $100 notes. "$2,600," flashes onscreen. In a courtroom, "Exclusive gift!" appears in a yellow and red star shape. An officer escorts the handcuffed driver away.]
VOICEOVER: You want more? Well, if you really love drink driving and you're a repeat offender, you automatically lose your wheels for 30 days and the fine could hit almost $26,000, plus the chance of this exclusive gift just for you - up to 18 months inside the prison of our choice.
[In a prison, inmates stand outside their cells. A guard passes the driver. On a purple screen, as a money counter increases from $286 to $636 to $876, four sets of hands holding cash slide onto a split screen.]
VOICEOVER: But if you reckon this ad is annoying, just wait till you try and get your licence back - court fees, an education programme, two clinical assessments, a new licence fee. That's over $870 before you even get back behind the wheel.
[The second driver sits in court, his shoulders slumped. In an insert screen, a blonde woman beams and nods. "Still more!!" zips onscreen and flashes. On one side of a split screen, the beaming blonde holds up a device. On the other side on the screen, the device is fixed to a car dashboard. "Your very own Interlock," slides onscreen.
A driver blows into the interlock device. He pulls up outside a house. He blows into the interlock. "Incredibly embarrassing!" flashes onscreen in yellow. The beaming blonde flings cash in the air. "Not free!" flashes onscreen. As cash flicks through a money counter, "$1,299 over six months" slides onscreen, then spins off. The beaming blonde holds up an interlock device. On a split screen, the frowning driver shakes his head. "Worst offer ever!" appears in a red and yellow star.]
VOICEOVER: But there's still more! And this is really ugly. You also get your very own interlock device. Here's how it works. Blow in here before your car will start, and then again at completely random times while you're driving. It's incredibly embarrassing! And absolutely not free! You'll pay at least $1,299 over six months for this truly undesirable little gizmo. This must be the worst offer you've ever had!
[A split screen shows stills of a RBT stop, a courtroom, a crossed-out car and a license lying on cash. "Big Bonanza" spins onscreen. A driver sits in a cell. "18 months in prison," slides onscreen. "18 months" flashes.]
VOICEOVER: Fines could be almost $26,000, costs over $1,300, no car for 30 days, up to 4 years without a licence, and the big bonanza - 18 months behind bars.
[At a bar, drinkers clink glasses. A grinning man toasts the camera.]
VOICEOVER: So drink up - it's all yours! You'll be more stuffed than a turkey at Christmas time. Yup - if you drink, then drive, you're a bloody idiot.
[Police car lights flash. A driver sits slumped in the back seat. The TAC logo appears. Text: boozebusted.com.]
End of the transcript
Boozebusted is aimed at thoses most at risk on the roads, young males, Boozebusted was a social media campaign presented in the form of an Informercial. It was launched in the lead up to Christmas 2012.
Note: penalties in this ad apply to 2013 fines and penalties only
In 1989 the TAC became involved in mass media road safety advertising launching a series of television commercials showing the tragic results of drink driving. This is when that well known tagline - drink drive, bloody idiot – was born.
From the beginning, enforcement has been a key part of the deterring drink driving. The TAC has funded the purchase of booze buses for Victoria Police random breath tests, breath testers and other equipment to detect offenders.
A major aim of the TAC's drink driving advertising has been to emphasise the reality of being caught if you are over the limit and the severe penalties that follow.
More recently many people have ignored the dangers of mixing alcohol and driving and have continued to drive with lower, but still illegal, BAC. The excuse used is that driving "only a little bit over .05" is OK. This ignores the fact the risk of a crash is increased as drink drivers are more likely to speed, less likely to wear a seatbelt and less likely to take steps to prevent fatigue.
To combat this, the TAC introduced the Only a little bit over? campaign in December 2003. Here the key message is - if you drink and drive over the BAC limit, you are breaking the law and endangering the lives of innocent passengers and other road users.
In 1989, the year that the TAC commenced its campaigns, 114 drivers and riders died in road crashes with an illegal blood alcohol concentration. This figure had dropped to 42 in 2009.
Drink driving is one of the biggest killers on Victoria's roads. Almost a quarter of all fatal crashes in Victoria involve a driver or rider with an illegal Blood Alcohol Concentration (BAC).
As drink driving has become more and more socially unacceptable, the TAC's drink drive campaigns are often aimed at low level drink drivers - those who think it is ok to be "just a little bit over" or at the legal limit.
Here are some common questions about drink driving limits.
What is BAC?
Blood Alcohol Concentration (BAC) is a measurement of the amount of alcohol in the body. BAC is measured in grams of alcohol per 100 millilitres of blood. The legal blood alcohol concentration (BAC) limit is 0.05. This means that a driver's body must contain less than 50 milligrams of alcohol per 100 millilitres of blood. A driver's BAC is measured by a simple breath test procedure. Most people find it difficult to gauge their own blood alcohol level as there are so many factors that you need to consider.
- the amount of alcohol consumed
- the period of time over which alcohol is consumed
- your body mass
- whether or not you have eaten
- your fitness levels and
- the health of your liver.
Because everyone is different, some people need to drink less than the standard hourly recommendations to maintain a BAC level below the legal limit.
How does alcohol affect driving performance?
Driving is a complex task requiring decision making and total concentration. Alcohol affects a driver's ability to be totally in control of his or her actions.
BAC levels and their affects:
- 0.02 to 0.05 BAC - the ability to see or locate moving lights correctly is diminished, as is the ability to judge distances. The tendency to take risks is increased, and the ability to respond to several stimuli is decreased.
- 0.05 to 0.08 BAC - the ability to judge distances is reduced, sensitivity to red lights is impaired, reactions are slower and concentration span shorter. At 0.08 BAC drivers are five times more likely to have an accident than before they started drinking.
- 0.08 to 0.12 BAC - euphoria sets in, overestimation of one's abilities leads to reckless driving, peripheral vision is impaired (resulting in accidents due to hitting vehicles in passing) and perception of obstacles is impaired. Drivers are up to 10 times more likely to have an accident.
What is the current law relating to drink driving?
Since the TAC began in 1989, the TAC has worked with Victoria Police on ways to curb drink driving. Through campaigns that have featured enforcement, alcohol breath testing and other road safety themes, we have seen people's attitudes and behaviour change to regarding drink driving as socially unacceptable.
However, a minority of Victorians continue to drink and drive, regardless of the risk to themselves and other road users.
Drink driving is a major contributor to fatal and serious injury collisions on Victorian roads. Over the ten years 2001-2010, 26% of all drivers and riders killed with a blood alcohol level (BAC) over .05%.
Infomercial, is a campaign that uses a unique and deliberate approach speaking directly to those most at risk of drink driving, young men.
Using "Infomercial Sales" and a humor to break through the media clutter, this campaign engages and challenges the many misconceived beliefs around the legal consequences of drink driving.
Unlike any other TAC road safety campaign, this approach does not involve traditional media, such as TV. Instead it specifically used online and social media, promotional material at bottle shops and other venues as well as the boozebusted website.
This campaign went live in November 2012 in the lead-up to Christmas complimenting other Police enforcement activities on the roads during this time.
Drink up the facts!
Nobody argues that drink driving is dangerous. At least not when they're sober. But still people have a drink, and another, then forget about the risks and climb into their cars.
As a result more than 19,000 people have been caught by booze buses in the last five years. They pay the price with fines and loss of licence.
But they're the lucky ones. About a quarter of drivers and riders killed in the last five years in Victoria have an illegal BAC (Blood Alcohol Concentration).
And, for drink drivers and riders involved in a fatal collision, the legal penalties could be years in prison, but the emotional penalties will last a lifetime.
The more you drink, the worse you drive.
The only safe driver is one with all their faculties working 100% to concentrate on the job of driving. Bit by bit, alcohol takes away this ability.
- At .02 to .05 you start to have problems judging distances. Seeing and locating moving lights starts to become more difficult. You tend to start taking risks.
- At .05 to .08 things become dangerous. Judging distances becomes difficult. Your reactions become slower; concentration span is shorter. Sensitivity to red lights increases.
- At .08 you are 5 times more likely to crash than before you started drinking.
- At .08 to .12 you can turn into a lethal weapon. Drivers dramatically overestimate their abilities and become reckless. Peripheral vision is impaired (which is why there are so many crashes with drivers simply running into things they are passing).
- At .12 you are ten times more likely to crash than before you started drinking.
The law is simple.
Truck, bus or taxi drivers must have a .00 BAC.
L and P plate drivers must have .00 BAC.
People returning to driving after committing driving offences must have .00 BAC for a period of time.
All other drivers including supervising drivers for L plate drivers must stay under .05 BAC.
These laws apply equally whether you are driving on a public road or a private property.
Looking for more detail?
More information on offences, fines and penalties relating to drink driving can be found on theVicRoadswebsite.
Busted! Breaking the news to your parents
- If they get angry with you, it's only because they love you..... and because you're a bloody idiot.
- "Run Forrest, run"...... they're not going to be happy.
- Let them know how sorry you are, you made a big mistake.....oh, and by the way, ask them if they can drive you around from now on.....
- Buy mum beautiful flowers to offset her disappointment and show her your remorse.
- Let them know you'll be spending a lot more time together, now that you won't be able to get around so easily.
- It could be worse, you could have killed someone, or yourself.
- You've learnt a valuable life lesson and you'll think twice next time before having a few drinks then driving.